For The Culture The Power Behind The World S Most Successful Brands From Apple To Beyonc
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For The Culture
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Author : Marcus Collins
language : en
Publisher:
Release Date : 2023-05
For The Culture written by Marcus Collins and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2023-05 with Brand name products categories.
For The Culture
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Author : Marcus Collins
language : en
Publisher: Public Affairs
Release Date : 2023-05-02
For The Culture written by Marcus Collins and has been published by Public Affairs this book supported file pdf, txt, epub, kindle and other format this book has been release on 2023-05-02 with Business & Economics categories.
The architect of some of the most famous ad campaigns of the last decade argues that culture is the most powerful vehicle for influencing behavior, and shows readers how to harness culture to inspire other people to share your vision. We all try to influence others in our daily lives. We are all marketers, whether you are a manager motivating your team, an employee making a big presentation, an activist staging a protest, or a teacher trying to encourage your students. In For the Culture, Marcus Collins argues that true cultural engagement is the most powerful vehicle for influencing behavior. To effectively engage with communities we first need to think hard about what we will contribute to those communities. Collins uses stories from his own life as a top marketer, from spearheading digital strategy for Beyoncé, to working with iTunes and Nike+ on their collaboration, to the successful launch of the Nets NBA team in Brooklyn, to break down the ways in which culture influences behavior. Then, he shows readers how they can do the same. With a deep perspective based on a century's worth of data, and designed for our hyper-connected, light-speed world, For the Culture will give readers the tools to inspire collective change by encouraging us to always consider not only what culture can do for us, but what we can do for the culture.
For The Culture
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Author : Marcus Collins
language : en
Publisher: Pan Macmillan
Release Date : 2024-07-11
For The Culture written by Marcus Collins and has been published by Pan Macmillan this book supported file pdf, txt, epub, kindle and other format this book has been release on 2024-07-11 with Social Science categories.
From Marcus Collins, strategist to Apple, Nike and Beyoncé, discover how you can harness the most powerful vehicle for influencing behaviour: true cultural engagement. 'Compelling and vivid' – Robert Cialdini, author of Pre-Suasian We all try to influence others in our daily lives. We are all marketers, whether you are a manager motivating your team, an employee making a big presentation, an activist staging a protest or a company executive selling the next big thing. In For the Culture, Marcus Collins argues that to inspire communities, we first need to think hard about how we appeal to their values and what we will contribute to their culture. With a deep perspective based on a century’s worth of data, Collins breaks down the many ways in which culture influences behaviour. Using captivating stories from his own life as a top marketer – including spearheading digital strategy for Beyoncé, working with iTunes and Nike+ on their collaboration, and designing ads for McDonalds – he shows how you can do the same. Full of memorable examples, from 1960s hippy culture to the enduring success of Patagonia, For the Culture offers the essential tools for creating lasting engagement and influence. 'Some people seem to intuitively ‘get it.’ Most do not. Collins articulates ‘it’ for the rest of us and provides not just an understanding, but a guide for how to actually engage and influence culture' – Steve Huffman, co-founder and CEO, Reddit
Cultural Intelligence For Marketers
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Author : Anastasia Karklina Gabriel
language : en
Publisher: Kogan Page Publishers
Release Date : 2024-03-03
Cultural Intelligence For Marketers written by Anastasia Karklina Gabriel and has been published by Kogan Page Publishers this book supported file pdf, txt, epub, kindle and other format this book has been release on 2024-03-03 with Business & Economics categories.
Brands not only reflect culture but actively shape societal norms and values. Move beyond performative inclusive marketing and drive the cultural conversation. A brand today can build a marketing strategy that not only effectively resonates with audiences but also meaningfully impacts society at large. Learn how to produce inclusive marketing using an approach grounded in critical perspectives on society and the impact brands wield in shaping it. In this book, cultural theorist and strategist Anastasia Karklina Gabriel draws on social analysis, media theory, and semiotics to help marketers improve cultural fluency and future-proof brand strategy by embedding equity and inclusion into every aspect of marketing. Cultural Intelligence for Marketers explains how to create an inclusive marketing strategy using an actionable approach that draws on advanced insights into culture, identity, representation, and the power of media in driving social change. The book offers an in-depth dive into the urgent need for cultural competence in marketing using a framework rooted in 4Cs: Culture, communication, critical consciousness, and community. It delves into practical aspects of conscious marketing, inclusive innovation, cultural insights, brand activism, social impact, and responsibility in business. It features insights from current and former marketing leaders at Wieden+Kennedy, Mindshare, Dentsu, and Saatchi & Saatchi, among others. Drawing on case studies from brands that are actively pursuing inclusive marketing strategies, including Microsoft, Pinterest, Billie, and REI, Gabriel outlines the process of deploying cultural intelligence to attain commercial advantage while transforming society for the better.
Cultural Strategy
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Author : Douglas Holt
language : en
Publisher: Oxford University Press
Release Date : 2010-10-28
Cultural Strategy written by Douglas Holt and has been published by Oxford University Press this book supported file pdf, txt, epub, kindle and other format this book has been release on 2010-10-28 with Business & Economics categories.
How do we explain the breakthrough market success of businesses like Nike, Starbucks, Ben & Jerry's, and Jack Daniel's? Conventional models of strategy and innovation simply don't work. The most influential ideas on innovation are shaped by the worldview of engineers and economists - build a better mousetrap and the world will take notice. Holt and Cameron challenge this conventional wisdom and take an entirely different approach: champion a better ideology and the world will take notice as well. Holt and Cameron build a powerful new theory of cultural innovation. Brands in mature categories get locked into a form of cultural mimicry, what the authors call a cultural orthodoxy. Historical changes in society create demand for new culture - ideological opportunities that upend this orthodoxy. Cultural innovations repurpose cultural content lurking in subcultures to respond to this emerging demand, leapfrogging entrenched incumbents. Cultural Strategy guides managers and entrepreneurs on how to leverage ideological opportunities: - How managers can use culture to out-innovate their competitors - How entrepreneurs can identify new market opportunities that big companies miss - How underfunded challengers can win against category Goliaths - How technology businesses can avoid commoditization - How social entrepreneurs can develop businesses that appeal to more than just fellow activists - How subcultural brands can break out of the 'cultural chasm' to mass market success - How global brands can pursue cross-cultural strategies to succeed in local markets - How organizations can maximize their innovation capabilities by avoiding the brand bureaucracy trap Written by leading authorities on branding in the world today, along with one of the advertising industry's leading visionaries, Cultural Strategy transforms what has always been treated as the "intuitive" side of market innovation into a systematic strategic discipline.
The Business Of Aspiration
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Author : Ana Andjelic
language : en
Publisher: Routledge
Release Date : 2020-10-26
The Business Of Aspiration written by Ana Andjelic and has been published by Routledge this book supported file pdf, txt, epub, kindle and other format this book has been release on 2020-10-26 with Business & Economics categories.
The Business of Aspiration is about how consumers' shifting status symbols affect business and brand strategy. These changing status symbols, like taste, aesthetic innovation, curation or environmentalism create the modern aspirational economy. In the traditional economy, consumers signaled their status through collecting commodities, Instagram followers, airline miles, and busy back-to-back schedules. By contrast, in the aspirational economy, consumers increasingly convey status through collecting knowledge, taste, micro-communities, and influence. This new capital changes the way businesses and entire markets operate, and yet the modern aspirational economy is still an under-explored area in business and culture. The Business of Aspiration changes that. In this book, marketers will find examples, analyses and tools on how brands can successfully grow in the modern aspirational economy. The Business of Aspiration answers questions like, "what is good for my brand long-term?", "how is this business decision going to impact our culture?" or "what are the main objectives of our growth?" Marketers will learn to shift their brand narrative and competitive strategy, to create and distribute new brand symbols, and to ensure that their brand’s products and services create both monetary and social value.
The People S Platform Taking Back Power And Culture In The Digital Age
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Author : Astra Taylor
language : en
Publisher: HarperCollins UK
Release Date : 2014-04-15
The People S Platform Taking Back Power And Culture In The Digital Age written by Astra Taylor and has been published by HarperCollins UK this book supported file pdf, txt, epub, kindle and other format this book has been release on 2014-04-15 with Computers categories.
From a cutting-edge cultural commentator, a bold and brilliant challenge to cherished notions of the internet as the great leveler of our age.
How Not To Plan
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Author : APG Ltd
language : en
Publisher: Troubador Publishing Ltd
Release Date : 2018-07-04
How Not To Plan written by APG Ltd and has been published by Troubador Publishing Ltd this book supported file pdf, txt, epub, kindle and other format this book has been release on 2018-07-04 with Business & Economics categories.
In the sink or swim world of planners, strategists and their clients, now more than ever, there is a need for a practical handbook to guide us through all the main parts of the process. And thanks to Les Binet and Sarah Carter at Adam&eveDDB we now have just that. The original inspiration for the book was a set of articles that they wrote for Admap over 6 years. In these they set out to bust a lot of myths and nonsense that swirl around marketing and communications by using evidence-based approaches and interesting examples to make their points. We’ve been working with them to turn this treasure chest of wisdom into a practical guide. We’ve called it How Not To Plan in reference to its myth busting antecedents and in homage to an old but much loved set of essays published back in 1979 in an APG book called ’How to Plan Advertising’. The How Not to Plan of 2018 is a manageably sized handbook which leaves room for your scribbles and notes and can be read as a guide or used as a constant helpful reference point. It’s loosely based on the Planning Cycle and is grouped into themes that are important at different stages in the process, covering everything from how to set objectives, the 4 Ps, research and analysis, to briefing, creative work and media and effectiveness At the end of each chapter you’ll find a simple 2-minute check list for how to do it better, a short case study showing how it’s done brilliantly, a space for your notes and further reading for the intellectually gifted…
The Tanning Of America
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Author : Steve Stoute
language : en
Publisher: Penguin
Release Date : 2011-09-08
The Tanning Of America written by Steve Stoute and has been published by Penguin this book supported file pdf, txt, epub, kindle and other format this book has been release on 2011-09-08 with Business & Economics categories.
The business marketing genius at the forefront of today's entertainment marketing revolution helps corporate America get hip to today's new consumer-the tan generation - by learning from hip-hop and youth culture. "He is the conduit between corporate America and rap and the streets-he speaks both languages." -Jay-Z "It's amazing to see the direct impact that black music, videos and the internet have had on culture. I've seen so many people race to the top of pop stardom using the everyday mannerisms of the hood in a pop setting. It's time to embrace this phenomenon because it ain't going nowhere!" -Kanye West When Fortune 500 companies need to reenergize or reinvent a lagging brand, they call Steve Stoute. In addition to marrying cultural icons with blue-chip marketers (Beyoncé for Tommy Hilfiger's True Star fragrance, and Justin Timberlake for "lovin' it" at McDonald's), Stoute has helped identify and activate a new generation of consumers. He traces how the "tanning" phenomenon raised a generation of black, Hispanic, white, and Asian consumers who have the same "mental complexion" based on shared experiences and values. This consumer is a mindset-not a race or age-that responds to shared values and experiences, rather than the increasingly irrelevant demographic boxes that have been used to a fault by corporate America. And Stoute believes there is a language gap that must be bridged in order to engage the most powerful market force in the history of commerce. The Tanning of America provides that very translation guide. Drawing from his company's case studies, as well as from extensive interviews with leading figures of multiple fields, Stoute presents an insider's view of how the transcendent power of popular culture is helping reinvigorate and revitalize the American dream. He shows how he bridges the worlds of pop culture, brand consulting, and marketing in his turnkey campaigns offers keen insight into other successful campaigns-including the election of Barack Obama-to illustrate the power of the tan generation, and how to connect with it while staying true to your core brand.
Memorial
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Author : Bryan Washington
language : en
Publisher: Atlantic Books
Release Date : 2021-01-07
Memorial written by Bryan Washington and has been published by Atlantic Books this book supported file pdf, txt, epub, kindle and other format this book has been release on 2021-01-07 with Fiction categories.
A SUNDAY TIMES BOOK OF THE YEAR 'This feels like a vision for the 21st-century novel... It made me happy' Ocean Vuong, author of On Earth We're Briefly Gorgeous Benson and Mike are two young guys who have been together for a few years - good years - but now they're not sure why they're still a couple. There's the sex, sure, and the meals Mike cooks for Benson, and, well, they love each other. But when Mike finds out his estranged father is dying in Osaka just as his acerbic Japanese mother, Mitsuko, arrives for a visit, Mike picks up and flies across the world to say goodbye. In Japan he undergoes an extraordinary transformation, discovering the truth about his family and his past, while back home, Mitsuko and Benson are stuck living together as unconventional roommates, an absurd domestic situation that ends up meaning more to each of them than they ever could have predicted... Funny and profound, Memorial is about family in all its strange forms, becoming who you're supposed to be and the outer limits of love. NAMED A BOOK TO WATCH IN 2021 BY: SUNDAY TIMES | THE TIMES | DAILY MAIL | THE TELEGRAPH | RADIO 4 | IRISH TIMES